You may only have one opportunity to impress, so be sure you create a media kit that works as hard as you did! A media kit should have a strategic place in your plan—it’s your opportunity to catch the media’s attention and show them why they should care. Here’s how to do it right.
How to Know if a Media Kit is Right for Me?
Let’s start with the basics. Are you set up for success? As a PR pro who has created dozens of media kits, I’ve seen media kits work best when introducing a game-changing brand or technology, or during industry events where you’ll be face-to-face with your key media contacts.
I always start by asking: “What is the purpose of my media kit? What do I want it to accomplish for me? Is the announcement addressing a common need within the industry?” Not every new product launch is media kit worthy—so make sure your media kit is a worthwhile investment that supports your overall strategic plan.
When it comes to industry events such as your biggest tradeshow of the year, I like to think of a media kit as a compilation of my “greatest hits.” Fun fact: Electronic media kits, as we know them today, were first used in the music industry for singers/songwriters to showcase their greatest work! With your top publication’s representatives scheduled to come by your booth, your latest news—from product introductions to organizational changes—should be ready to hand over to them. You can also use the media kit components to drive your talking points during the booth tour, ensuring they have details in the media kit that they can take back to the office and reference.
If you’ve determined that a media kit fits into your larger strategy, it’s time to create a press kit that earns those headlines!
What’s My Media Kit Look Like?
The presentation of the media kit itself should stand out. Editors likely receive dozens of media kits a day. Yours could contain the biggest news of the year, but no one would know it if it becomes clutter and is eventually trashed.
For a new brand or technology, the media kit is a tool that can be used to engage the recipient. Use it as an opportunity to tell your story. Deliver it to your top-tier contacts with bold packaging that unveils product samples (especially when they’re pricey to produce; distribute wisely!). When done correctly, a solidly designed media kit can take the recipient on a journey that inspires them to share their experience with their readers.
While an elegant media kit is a great way to make an impression at events, keep in mind that it should easily fit in the editor’s briefcase for the flight back to the office. I’ve found a USB accompanied by an outline of its components is typically the best format when transportation of something bigger would be a challenge. An online newsroom accessible to those that can’t make the event will work great as well!
What Should Be Included in my Media Kit?
While there are no hard and fast rules for what to include in a media kit, there are a few key components that are a best practice, including:
- Company Overview
- Recent Press Releases
- Contact Information
- Expert Biographies + Headshots
- High-Resolution Photos
I also like to include other media that may be helpful for telling the story. I mean, we call it a media kit for a reason! Infographics, product literature, videos, case studies, customer quotes and more are nice added bonuses.
One of my favorite things that I’ve seen included in a media kit was a letter to the recipient. We were introducing a new brand via a media kit mailed to our top publications’ editors and took the time to highlight what made the brand different, outlined the included components, and summarized with an invitation to try the included samples. We even handwrote their names in the letter for that added personal touch!
Once the media kit is opened, whether physically or digitally, I can’t stress enough the importance of having organized contents. Now that you’ve earned your audience’s attention, you don’t want to lose them with information that is impossible to find. I like to organize my media kit into folders that are clearly labeled to make it easy to navigate. Looking for company background information? Got it! Who is my contact for questions? Phone number and email address are two clicks away.
In the end, every media kit should aim to make the media’s job easier. Get straight to the point regarding why they should care, and provide them with the tools they need to share your story. Then, feel good about your chances of making headlines.
Want to talk through ideas for your media kit? Looking for more examples? Reach out at email@example.com!